with her husband and together they came up with the concept of franchising. The first Saturday Afternoons franchise location opened in 2000. Paula eventually sold the clothing store, opened Saturday Afternoons’ flagship store in Midland and an additional four franchise locations (Aurora, Huntsville, Orillia and Port Dover. The Bala location has since closed.) The franchise agreement is “basic” says Paula. The 30-page document isn’t filled with mind-numbing legal jargon, but rather outlines the simple structure of Saturday Afternoons’ franchising concept whereby Paula (aka head office) is responsible for purchasing and providing merchandising inspiration, allowing the 58
inStore. Winter 2016
franchise owner to benefit from a proven product mix, freeing them to concentrate on providing customer service, along with unique products and services suited to their individual locations.
Merchandising
Franchisees are also given ongoing merchandising support and inspiration, with Paula’s flagship store in Midland held up as the example for the others to follow. When asked what her rules for merchandising include, Paula says, “Never put product on the floor. If you wouldn’t put it on the floor in your home, don’t put it on the floor in your store.” “I also want customers to feel calm
when they enter the store so I hide colour in displays which aren’t visible when they walk in.” Keeping like products together in the same display (colour blocking) and displaying products simply – “like a glorified grocery store” – aids in creating that calm atmosphere.
Buying
While her franchisees focus on their customers, Paula’s energies are spent finding unique product for the stores. The bulk of buying is completed twice a year at trade shows in the winter and summer. “I’m not a booth snob,” she says of her trade show shopping habits. “I go into inSpire. inForm. inStore.